Peach Bowl To Be Renamed After New Deal With Chick-fil-A

Chick-fil-A “will acquire exclusive naming rights” to the Peach Bowl starting
with the ’06 game, “when it will simply be called the Chick-fil-A Bowl,” according
to Tony Barnhart of the ATLANTA CONSTITUTION. Chick-fil-A has been the title sponsor
of the game since ’97. The Peach Bowl BOD accepted a five-year, $22M bid from
Chick-fil-A to change the bowl’s name, “hoping the deal sparks a future run at
a spot” in the BCS. The previous contract was for three years and worth about
$9M. The new deal will “roll over every year so that the two parties always will
have a five-year contract.” An annual commitment to advertise on ESPN, which broadcasts
the game, is also included in the contract and represents Chick-fil-A’s first
national TV ad buy (ATLANTA
CONSTITUTION, 12/16).